Nike: Phil Knight's Commercial Success
Phil Knight, founder of Nike and creator of Sports Marketing in 1957, Phil Knight and Bill Bowerman met at the University of Oregon; the first, runner athlete and later graduate student in business administration at Stanford University, California, and the second, recognized athletic trainer who continually experimented with new designs for athletic shoes. Knight was always a man with a vision of the future; in his postgraduate thesis at Stanford University he indicated that the success was in designing a high quality product in the United States, manufacturing it in Asia, and selling it in the United States at prices lower than the then popular East German sneakers that were commercialized in that period. In 1962, Knight contacted the Japanese …show more content…
Even after graduating, he continued to act as a representative of the firm, moving through teams and universities and helping to forge the culture of the company. This practice of sponsoring promising athletes continues to this day and is a key part of Nike's commercial success. In the eighties Nike, with a contracted advertising agency -Wieden & Kennedy-, started making advertisements. And it was in these years, too, that among young Americans it became fashionable to wear sneakers and casual clothes on the street, a fashion that Nike knew how to make the most of. In 1985 came one of the key moments of Nike when he decided to bet on the promise of basketball, Michael Jordan of North Carolina, who had recently joined the Chicago Bulls. Nike soon realized that Jordan was a gold mine and began designing a line of footwear inspired and publicized by Michael Jordan as Air Jordan shoes or Air Flight. The NBA considered these shoes illegal, since it only allowed white and these were black with red. Consequently, Jordan had to pay $ 1,000 per game, but the controversy was such that it caused sales to skyrocket. It was in these years also that Nike launched one of the most famous slogans in the history of advertising, in force today - "Just Do
Phil Knight Accomplishments
873 Words | 4 PagesIn 1993 The Sporting News named Nike founder Phil Knight “the most powerful man in sports”. In just over 30 years Phil Knight had gone from needing $500 dollars from his father to help import cheap Adidas imitations from Japan, to controlling a dominant multinational earning $3.9 billion annually in revenue. Phil Knight became the living embodiment of success in an ever competitive global marketplace. How did he do it?
Nike Rhetorical Analysis Essay
966 Words | 4 Pages“Just Do it”, just by looking at those three simple words most people can automatically picture the iconic multibillion-dollar company. Nike is one of the most popular brands in the athletic equipment industry. Their success can be credited to the mass advertisements that they produce that helps inform and persuade their targets audience to buy their products. Companies need to know the different tactics into how they can persuade their audiences. These include the use of several hidden rhetorical strategies that are stylishly exercised in these different advertisements.
Nike Pool Argument Summary
826 Words | 4 PagesThroughout the years Nike has dominated shoe sales against other competitors. Nike is known for their marketing concepts including putting a lot of time into their commercials. The quality of commercials has a lot to do with how much a product sale. Nike does a great job using music, humor, and celebrity endorsement to push interest to their products. In the commercial “LeBron James Nike Pool” Nike uses three advertising techniques such as; Music, Humor, and Celebrity endorsement to appeal to their customers.
Nike Rhetorical Analysis Essay
1846 Words | 8 PagesFinally you can debate that like, in the other commercial, they used logos in the way that gave Nike products credibility because the athletes that are using their products are truly the top players of this generation, thanks to the amount of money there making to prove
Michael Jordan Accomplishments
1260 Words | 6 PagesIn the beginning the NBA commissioner banned the red and black Air Jordans, and Jordan constantly had to pay the 5,000-dollar fee. These shoes became so popular that a trend started called shoe jackings, where armed robbers would go up to a person and steal their Air Jordans right off their feet. The Air Jordan business was so profitable they had to break it off as the Jordan brand. He claimed his first MVP award in 1988, unforchunetly his team suffered a devastating play-off lose that year.
Nike's Rhetorical Analysis: Just Do It
1056 Words | 5 PagesNike draws in peoples’ attention and gets viewers to agree with them and buy their product with the help of these three factors. Nike is a very successful company because of how they draw in their audience and display their commercials using ethos, pathos, and logos. The company Nike just celebrated their 25th “Just Do It” anniversary. The commercial is filled with
Nike Use Ethos Pathos And Logos By Tom Hardy
249 Words | 1 PagesLastly, the logos are very effective in persuading its audience. Although, Nike presents the advertisement as factual the advertisement doesn’t use any statistics or facts and numbers, but use the speaker and the boy to make a logical appeal to audience. The speaker, Tom Hardy, makes the advertisement argument sound very factual when he tells the audience that we can all achieve greatness, and it’s not some rare DNA strand— you just have to do it. By saying so the audience now has this idea planted in their head, and can inspire the audience to do it when they realize it. The boy again, also plays a role in this logical appeal.
Nike Ethos Pathos Logos
835 Words | 4 PagesIn April of 2015 Nike created a new ad telling the story of a young Rory McIlroy watching Tiger Woods play professional golf for the first time, inspiring Rory to play golf himself. Rory always looked up to Tiger, striving to one day be as great of a golfer as Tiger was. In the ad, Nike shows Rory golfing at all ages, pushing himself in difficult situations, and ultimately making it to the PGA Tour to play against his hero Tiger Woods. Nike uses the three basic appeals to attract consumer’s logos (evidence), ethos (credibility), and pathos (emotions), with also using visual appeals to draw customers. Although Nike shows off its brand in its ad, it also shows us how it reflects American values in the twenty-first century.
Rhetorical Analysis Of Nike's Just Do It Slogans
794 Words | 4 PagesNike and their Just Do it slogan is one that is very known throughout the world. Nike is a fortune 500 company. Nike is a major company in sporting products and has put a lot of time in developing the company reputation in reliable and good quality. Nike is very smart in marketing their products to the general public. They use all types of methods to get the company to attract consumers.
The Pros And Cons Of Air Jordan
491 Words | 2 PagesI mapped Micheal Jordan sneakers because I have the 2016 black and red retro Jordan’s these shoes concept come from Michael Jordan but the drawing and design comes from Nike then got Peter Moore and Bruce Kilgore to draw the Shoe. No organization has profited more from this fashion trend more than Nike, which supposedly controls one-fifth of the worldwide athletic wear showcase. Nike's most acclaimed brand is Air Jordan, named for the similarly well known Michael Jordan, who drove the Chicago Bulls to six NBA titles in the 1990s and is for the most part credited with being the best player ever to play the game. These shoes entered the games world in 1984 with debate, as Michael Jordan brandished them during a basketball games in spite of accepting a $5,000 fine every diversion. The Jordan Brand organization, made by Nike, is one of the business' most productive organizations.
Under Armour: Competitor Analysis: Nike And Adidas
1158 Words | 5 Pagesis a major publicly traded company famously known for their footwear, clothing, sportswear, and equipment line of products. Phil Knight and Bill Bowerman co-founded the company in Beaverton, Oregon in 1964. At this time, the company was known as Blue Ribbon Sports until 1978 when it officially became Nike, Inc (About Nike, 2011). They are the major competitor for Under Armour as they are the current world's leading supplier of apparel and athletic shoes, as well as a major manufacturer of sporting equipment. Nike sponsors many high-profile athletes as well as sports teams around the world.
Nike Business Analysis: Internal Analysis Of Nike
702 Words | 3 PagesNike has sustained positive revenue in a worldwide market focusing on a healthy and active lifestyle. For the past 3 years Nike has gained a gross profit ratio of 8.73% in fiscal of 2013, 10.28% in fiscal of 2012, and 8.28% in 2011 . Thus showing the financial power Nike has, well the firm holds a net income of 2.5 billion in the fiscal year of 2013. Nike’s largest product category is footwear, representing over 55% of the companies revenue. Nike uses their financial resources ability to obtain large advertising plots, whether it is a commercial on television, advertisements on the Internet, or product promotion in athletic facilities.
Nike Equality Adisement Analysis
1255 Words | 6 PagesIn this Nike advertisement, there are some famous athletes shown that are known all around the world. Two of the athletes shown are Lebron James and Serena Williams. Both these players are American heros and represent America all of the world, especially in the Olympics. In the advertisement, both players are shown standing on their courts with full looks of determination and
Success And Failure Of Nike
1424 Words | 6 Pagesby involving popular sportsman and adding it up with new technology’s such as air technology which helped in growing their popularity in USA. During the course of time the national market was insufficient for the company and they wanted to enter the foreign market and for that the celebrities (sports persons ) played a big role .During 1970-1980 they had a steady progress. But faced a crisis in late 1980s and early 1990s. At that period of time the company has gained its name in many , but as per the production case of sports shoes ,sports equipments in its traditional regions ,became less profitable in certain countries like Europe Japan and USA and because of this they shifted their production to Korea and Taiwan , were the labor was cheap and Asia became the main manufacturing unit of Nike
What Is Nike's Competitive Strategy
789 Words | 4 PagesNike is the leading and renowned world supplier of athletic apparel and shoes. The brand is in control of over 47% of the market for athletic shoes. The company begun way back in 1962 and it was founded by Phil Knight and Bill Bower. It was originally known as Blue Ribbon Support and only in 1978 did it change its name to the worldwide recognized brand, Nike. Nike provides its products to more than 100 countries throughout the world.
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